Ch창u B첫i Fashion Merchandiser
B
orn in Saigon – Vietnam, Châu Bùi has a deep appreciation for interweaving traditional and modern elements in all aspects of her life. This is the same approach she has for fashion. While she adores both couture and ready-to-wear, what most appeals to her is the merchandising and marketing side of it all. Chau enjoys developing marketing plans and coordinating social-media activities that cater to the tech-savvy crowd who take pride in staying on trend. She has worked with LuxAsia, translating the employees’ hand-book of Benefit cosmetics and Dior Beauty. She has also performed social media coordination for the Academy of Art’s pop-up SHOP! and retail manager for shop657.
Table of Contents
Introduction 1. L.O.L
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2. pop-up SHOP!
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3. shop657
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4. PAOLO Fillmore
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5. TOUS Rebranding
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4. Styling
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L.O.L is a project created for an Interactive Marketing class to gain experience in the use of online marketing tools such as Google Trends, Google Ads (the use of SEO & SEM), Facebook Ads. The class alsoutilized Google analytics and keeping track of KPIs for our webpage. This project was an excellent way to consider an analyze appropriate Social Media channels for the consumers’ engagement. This class also required creating a variety of mock Ads and emails.
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SHOP! was a collaboration project for the School of Fashion. Students from different classes took part in separate aspects of SHOP!, a pop-up retailer. For the Marketing Agency class, we took care of all the promotional aspects required to promote SHOP! I specialized in social media activities, along with two of my classmates. We created a Facebook page, a Twitter account, and an Instagram account to promote SHOP! We also took photographs & created content for these platforms. Within a month, we gained 200+ followers on Instagram, 100 on Facebook, and 1 follower on Twitter. Our most liked post on Instagram received 71 likes, while others ranged from 20-40 likes. Each Facebook post reached an average of 100 people, with the highest being 325. We also distributed flyers through traditional methods and discovered that social media marketing works best. This was a good project to compare and become acquainted with different forms of media and analytics with Facebook Insights.
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pop-up SHOP!’s poster and flyer.
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@popupSHOP instagram posts
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popupSHOP’s facebook page and some of the posts.
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shop657 shop657 was a continuation of SHOP! from Spring 14 Semester which opened in December 2015. This time, instead of being a pop-up shop at the Spring Show, we had a new and improved location on Sutter Street, three blocks from Union Square. Visual Merchandising students and teachers built the store fixtures from scratch, used student projects for display tables and worked on the window displays. Fashion Merchandising students took care of selecting brands, refining selections and sending orders as well as restocks to designers. Students took turns either managing the shop or selling products. I was solely responsible for the social media marketing that I began in the previous semester and personal selling of products. Our follower count on Instagram grew to 399, and for our best selling days, we made upwards of $1000. I again worked for shop657, which rebranded to SHOP657 in Spring 2015, both behind the scenes preparing brands and merchandise as well as a front of house retail manager.
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SHOP657’s FaceBook page
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The Nike team visited shop657 while doing research about pop-up stores. I was asked to represent the Fashion Merchandising students and talk about the retail aspects of shop657.
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@shop657sutter’s instagram posts during the Fall 2014 semester.
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@SHOP657Sutter’s Instagram posts for the Spring 2015 Semester, staying in line with SHOP657’s rebranded aesthetic with minimal colors and details, while maintaining an organic touch. The page’s number of followers grow steadily.
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Paolo
Fillmore
for Industry Collaboration class, there was an opportunity to collaborate with an actual brand, Paolo, with three brick and mortar store locations in San Francisco. The class as a whole conceived a store window display for Halloween, and then split into 3 groups to work on a store window for the Holidays. My group was assigned to the location on Fillmore Street, which sits on a highly trafficked corner. Paolo was situated amongst very nice restaurants and clothing stores; Marc by Marc Jacobs was one block up. A budget of $250 was assigned to buy all props and materials needed for the store window. This project provided a good context for teamwork, budgeting, preparation, and time management. It was invaluable to have the experience to work with an actual brand in such a prominent shopping location. This was also a very good oportunity to experience working as a visual merchandiser; dealing with tools, materials of the trade, being resourceful, and practicing problem solving skills.
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The Holidays window - a collaborative work for Paolo Fillmore.
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Before (above) and after (below) of the Paolo fillmore window.
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Clockwise from top-left: The class’s Halloween window, detail from the Halloween window, the Holidays window in progress, and cleaning up the Halloween window before installation of the Holidays window - the process included packing very heavy hay and sweeping up.
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TOUS was the brand chosen for a re-branding project in Fashion Marketing. TOUS is a well-known brand in Europe, however, in the United Stated, TOUS is still fairly un-known. Their pricepoints are in line with Tiffany & Co. The store location at Westfield San Francisco Center was one that was in serious need of attention. This consensus was ackowledged after researching the brand, getting to know their identity and personality from the website, and revewing marketing materials such as TOUS’ YouTube channels, previous press releases, and celebrity collaborations. The resulting presentation was a relaunch that includes a high level promotional review for its reintroduction into the San Francisco retail market.
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Promotions & Events Review . San Francisco Retail Launch
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“During one of my trips, I saw a small teddy bear in a shop window and it brought back all the endearing memories of my childhood. And then I thought: Why not make a little bear out of gold?” - Rosa Orio
1996
Salvador Tous Blavi and Teresa Ponsa Mas open a small watch repair shop in Barcelona. Salvador Tous and Rosa Oriol marry and assume the management of the family business. The TOUS Bear is born, marking the beginning of its expansion in Spain. All four of the couple’s daughters are now part of the family business. The first store abroad opens.
2000
The first accessories collection is launched.
2004 2007
TOUS reaches a total of 200 sales points and opens stores in Paris and New York. Kylie Minogue becomes the spokesperson for the brand.
2008
A new headquarters is inaugurated.
2010
The TOUS Bear, the emblem of the brand name, celebrates its 25th anniversary. Jennifer López becomes the Company's latest spokesperson. Terry Richardson captures Tous's most daring corporate advertising campaign.
1920 1965 1985 1992
Review
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Space
Historic Union Square architecture lends a premium shopping experience & special event space.
Event Grand opening party with international celebrities, surprise VIP’s, and gourmet catering.
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Social Media
Exclusive content on Twitter, Facebook, Pinterest, Tumbler, and Instagram for the San Francisco location.
Rewards
Passport to VIP Clients
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Limited reissue of the Manolo Blahnik charm.
Special Items
Must Have
Collectible VIP crystal earbud giveaway.
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Styling project from Fashion Styling class in collaboration with Kayla Postma, and photographed by Jonathan Shelley. The majority of items were sourced from my own closet, the vest was discovered at a thrift store, and the belt from H&M. Shot at a park on top of Nob Hill at noon, utilising natural sunlight with green grass to give off a fresh, vibrant vibe of Summer. The flowers were purchased from Fantastico and plucked off of their stems to immitate fallen petals, scattered on the grass. Product styling taught skills to make clothes look good without having the tools shown through the photograph. Tissues and aluminium foils were used to give the skirt more volume instead of letting it sink into the grass, while tape and folding techniques kept the vest in place, providing more of a silhouette, keeping it from looking shapeless.
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